0 to acquired in 6 steps - new york hubspot user group
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0 to Acquired in 6 StepsAn AlchemyAPI Case Study
Sonya HansenProgram Director, WW Demand Gen
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SONYA HANSEN@sonya_hansen
Past lives include: • VP of Marketing, AlchemyAPI (now IBM)• Customer Marketing, inContact (NASDAQ:
SAAS)• Sr. Manager, Field Marketing, Rally
Software (now CA Technologies)
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Long Story Short…Goals• Trial Users• Generate Revenue• Attract a Buyer
Challenges• Accelerate lead gen & funnel flow• Improve lead-to-sales process• Better segmentation• Reduce time-to-market• Improve visibility• Demonstrate market leadership
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How we went from 0 to acquired in 6 stepswith inbound
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S l o w down to speed up
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Aligntocompanygoals
Performamarketingaudit
Knowyourbuyer
Start!
Testyourjourney
Reviewandoptimize
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6 Steps
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Step 1: Align to company goalsWhy do you exist?What is the end goal?What value do you provide? Who are your customers? What do they want?
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Get Started with a Focus Canvas
• Timeframe• Our Meaning Beyond Money• Why We’re Different• The Value We Provide• What We’re Trying to Accomplish• Who Our Customers Are• How We’re Helping Them• What’s Important Now
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Step 2: Perform a marketing auditWhat drives people to your company now? Which tactics are performing best? Worst? What’s missing completely?
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credit:marekuliasz/Shutterstock
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Step 3: Know your buyerLeverage your current customer listUse social mediaDon’t spend too much time on this!
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becomes
Research from:• Current customers• Analyst reports• Linkedin profiles• Customer interviews• Trial user
demographics• And more…
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Step 4: Start!Pick something. Content, nurtures, anythingGet your marketing automation on point. Don’t do it all yourself. You don’t scale.
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Build Thought Leadership to Generate Leads
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Use Marketing Automation to Your Advantage
Tips & Tricks• Have a plan• Include your whole company• Take the time to do training• Pick one campaign to start• Learn by doing
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Step 5: Test your journeyConnect the dots. Think like your customer.Test, test, test.
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How Inbound Works
Sentiment analysis api
Developer Brandon wants to understand how consumers feel about his company. He Googles it.
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Search Online
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Brandon tries the demo and gets a free trial.
Grab that Lead
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Leadwithcontentthatteaches.Nurture to MQL
DeveloperBrandon
NoFluff!Practical,howtocontent.
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Pass to sales
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Step 6: Review and optimizeIf it can’t be measured, it didn’t happen.
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Inspect and Adapt
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Results• 90% faster go-to-market• 20% increase organic traffic• 1 week HubSpot ROI• 2 week blog migration• 64 new workflows in 6 months• 90,000 trial users• Acquired by IBM in Mar 2015
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Aligntocompanygoals
Performamarketingaudit
Knowyourbuyer
Start!
Testyourjourney
Reviewandoptimize
1
2
3
4
6
5
6 Steps
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SONYA HANSENFollow me on Twitter:@sonya_hansen
Connect on Linkedin: https://www.linkedin.com/in/sonyahansen56
Email me:[email protected]
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Step 1: Align to your company’s goals• Moz Blog: How to Align Your Entire Business with Your Marketing Strategy
Step 2: Perform a marketing audit• Hubspot Blog: How to Run a Simple Audit to Fix the Gaps in your Marketing• Hubspot Download: The 3 Step Marketing Audit• Hubspot Template: SWOT Analysis Cheat Sheet
Step 3: Know your buyer• Hubspot Blog: How to Create Detailed Buyer Personas [Free Template]• Hubspot Webinar Series: Marketing Personas That Tell a Story
Step 4: Start• Hubspot Blog: Editorial Calendar Templates
Resources
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Resources
Step 5: Optimize the journey• Kissmetrics Blog: How to Optimize your Site for Every Stage of the Buying Cycle• MarketingLand Blog: How to Optimize your Content for Each Step of the Buyer’s Journey
Step 6: Inspect and adapt• Marketo: The Definitive Guide to Marketing Metrics and Analytics• Check out:
• Google Analytics• Kissmetrics• Heap Analytics